But unlike a sales funnel, which has a set endpoint, the investment phase isn’t about consumers opening up their wallets and moving on with their day. The investment implies an action that improves the service for the next go-around. Inviting friends, stating preferences, building virtual assets, and learning to use new features are all commitments that improve the service for the user. These investments can be leveraged to make the trigger more engaging, the action easier, and the reward more exciting with every pass through the Hook.
Every interface can be made simpler. One useful technique is to have a separate meeting focused just on cutting and simplifying. You can also appoint an individual ‘cutter’ to take this role outside of the meeting, but only after brainstorming.